PBS has successfully revolutionized its digital presence by creating innovative new products that attract younger audiences and drive significant growth online. Its new media strategy focuses on serving both internal constituencies like local stations, as well as attracting "latent PBS fans" in order to disrupt traditional viewing habits while expanding its audience and trust in the PBS brand.

1. Be
Your
Company’s
Revolu3onary
(and
Live
to
Tell
the
Story)
Jason
Seiken
SVP
and
GM,
New
Media
PBS
@jseiken

4. PBS Is #1 in Public Trust
Percent saying they trust the organization “a great deal” on a 4-point scale (not at all, not too much, somewhat, a great
deal)
Source: Roper Public Opinion Poll on PBS, January 2009
Prepared by PBS Research

5. Iconic
Brands

6. Marketplace
Fragmenta3on
Audience
Membership
Sponsorship

9.
How
goes
the
revolu3on?

10.
2008:
2
million
videos
viewed
per
month
2011:
151
million
videos
viewed
in
July
Source:
thePlaPorm,
July
2011

11. PBSKIDS.org
:
#1
kids
site
for
videos
viewed
for
10
straight
months
Source:
comScore
VideoMetrix,
July
2011

12. PBS.org
#16
most
popular
site
for
video
in
July
Source:
comScore
VideoMetrix,
July
2011

13. Minutes
Per
Video:
Industry
average:
5
minutes
PBS.org:
18
minutes
Sources:
comScore,
Google
Analy3cs,
thePlaPorm,
June
2011

14. PBS is #1 in unique visitors among
major networks
PBS
sites 8555
0 2,000 4,000 6,000 8,000 10,000
ABC.com 5977
CBS.com 5338
PBS
si tes
NBC.com 5266
PBS.org
ABC.com
( no
Kids)
4566
FOX.com 3073
CWTV.com CBS.co m 1120
NBC.com
PBS.org
(no
Kids)
FOX.com
CWTV.com
(comScore
MediaMetrix,
July
2011)
2011
Source: Comscore, February

15. Be
Your
Company’s
Revolu3onary
(and
Live
to
Tell
the
Story)
4
Keys
to
Success

16. 1.
Create
amazing
products
that
push
organiza3on
outside
its
comfort
zone

17.
“I
can’t
believe
this
is
PBS.
It’s
so
…
modern.”

18. "... a new video hub that's
arguably the most innovative and
well designed on the market.”

19. "It really is quite a beautiful
thing ... amazing, gorgeous.”

20. "Suddenly, PBS has become a
totally different animal ...
It is fantastic.
Easy to use. Modern. Flashy."

21. ”PBS may be cooler than you think."

22. PBS
for
iPad

23. A
true
gi^
from
TV
heaven,
this
awesome
app...

24. Kids
iPad
App:
51
Million
Streams
in
July
(thePlaPorm,
July
2011)

25. 2.
Disrupt,
But
Serve
About
those
amazing
products
that
push
the
organiza3on
outside
of
its
comfort
zone:
Make
sure
they
serve
at
least
one
key
cons3tuency.

26. Industry-­‐First
Local/NaDonal
Video
PlaForm
2,000
hours
of
naDonal
video
and
4,500
hours
of
local
video

28. PBS.org Reinvented: Local/National

29. 3.
Disrupt,
But
Grow
 The
ideal
strategy
creates
growth
outside
of
the
new
media
division

Our
strategy:
Latent
PBS
Fans
 Fans
of
the
PBS
brand
who
need
to
be
reintroduced
 Younger
people
who
are
too
busy
for
appointment
TV
or
don’t
use
TV
as
their
main
device
 People
who
watch
TV
but
don’t
support
a
sta3on;
need
more
touch
points

30. PBS.org
is
Adrac3ng
a
NEW
Audience
Only
26%
of
PBS.org
visitors
report
having
watched
PBS
on
TV
in
the
last
7
days.
(comScore
PlanMetrix,
March
2011)

31. PBS.org
is
Adrac3ng
a
NEW
Audience
72%
of
PBS.org
video
viewers
are
18-­‐49
Television
viewer
average
age
=
62
(comScore,
June
2011)

32. PBS.org
is
Adrac3ng
a
NEW
Audience
34.2
–
Median
age
of
PBS.org
visitors

33. 4.
Create
a
New
Double
Helix
for
the
Org

34. Summary
1. Create
amazing
products
2. Disrupt,
but
serve
(a
key
internal
cons3tuent)
3. Disrupt,
but
grow
4. Create
a
new
double
helix
for
the
org